Ethnography

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ETHNOGRAPHY Madhusudan Atri A workshop for students of the Srishti school of art, design and technology.

Transcript of Ethnography

Page 1: Ethnography

ETHNOGRAPHY

Madhusudan Atri

A workshop for students of the Srishti school of art, design and technology.

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The Wi Fi story

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The Nokia example

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Ethnography is a study of people in their natural environment through observations and informal (less formal) interviews.

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The art of ethnography

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Be unassuming, be objective, bury your ideals and perspective.

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Making observations is about being curious and using ALL FIVE SENSES.

All observations are relevant.

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Get familiar with ad-hocs

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The ethical and unethical

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Be local, travel local. Be part of the experience.

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Spend enough time. You are not going to get this opportunity again.And wear a watch.

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You.

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How?Research methods and tools

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Context to…

Day in the life of…

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Day in the life of…

…Specific

Benefit of trust and time

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Day mapping 6 am

6 pm

7 am. Wake up, Run

8 am. Breakfast

1 pm. Lunch

4 pm. Walk in the park

8 pm. Spent time with family

10 pm. dinner

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Home Visits

Best signs of aspirations

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Artifacts

Shrine

important things stored

Granary

Granary

Curd

GODshelf

Lamp

Environment of your subject is truer than your subject.

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Interviews

Listen and Snowball.

Don’t try to fill the void.

Research guides.

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Photography

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Photo Essay

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Photo analysis

Analyse everything.

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Guerilla/rapid ethnography

Quick methods.

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Mood boards

Quick methods

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Preparing for fieldwork!

Get a check list.Writing pad,

pen, recorder, camera(video too)

Consent formsResearch

guidesCalm yourself

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Spatial maps

Importance of Demographic and macro data.

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Field location

Demographics

Varied

Distance matters and not.

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Respondents

Sample size

Choosing respondents

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Local guides

Control

Guide’s perspective

Outliers

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How is ethnography different from market research methods?

Holistic, Contextual and empirical

Dwells deeper

What people say is not what people do

Expensive, inconvenient, too much data

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Ethnography applied in industry

Design – New product development, Interaction and human factors.

Innovation - Exploratory.

Advertising - Ideation.

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Ethnography applied in industry

Market research and strategy. Policy Making. Understand systems.

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